Myntra is building products like augmented reality powered 'talking t-shirts' and 'Myntra mirror' that will provide fashion recommendations to users from their own wardrobe at its futuristic innovation labs

Kenghe noted "These products are early in the life cycle. Some of them are already in the core product and some of them are in the process of being productized".

For instance, Myntra is developing an app that can help users figure out how their dress looks on a daily basis. Users can take a "mirror selfie" through the app which identifies various attributes of the dress worn by the user and score it on a scale to 100 along with fashion recommendations on how to improve the look.

Over a period of usage, the app identifies the user's wardrobe by extracting information from the pictures and recommend dresses to them from their own wardrobe, thereby acting as a personal stylist on the go. "With this product, we will help you figure out how you look, irrespective of whether you bought it from us or not," Kenghe said. The app is expected to be launched shortly.

This product is also being developed into a kiosk format, currently called as 'Myntra mirror', that can be placed in malls or offline fashion stores. "As we are productizing it, we are now evolving the user experience as well as looking at making it commercially viable from an affordability perspective," Kenghe said.

Also in the works is a new line of augmented reality-powered t-shirts, codenamed 'Talking tees'. Kenghe said these t-shirts will look and feel like regular t-shirts but will include contextual interactive content that can be changed based on place and time. The online fashion store is set to demo these products to brands at its sixth annual brand summit on Thursday.

The Flipkart-owned online fashion store is also making use of Apple's new ARKit framework to solve a key problem of size mismatch, thereby reducing product returns.

The feature was introduced on Myntra's iOS app last week and currently helps users measure their shoe size by rendering an interactive size marker on the floor, that calculates shoe size in both US and UK sizes. Users can then browse through shoes in that specific size in a single tap on the Myntra app.